Marketing Essentials Report: Marketing Plan for Transportation

This report provides a comprehensive analysis of marketing essentials, focusing on the roles and responsibilities of a marketing officer within a transportation company called 'Your Destination'. It examines how these roles contribute to achieving the company's objectives and goals. The report includes a SWOT analysis, a discussion of the 7Ps of the marketing mix, and a comparison with a competitor, National Express. Furthermore, it outlines a basic marketing plan for the transportation and distribution company, incorporating both traditional and digital marketing strategies. The report emphasizes the importance of customer experience, brand image, and risk management in developing a successful marketing approach, highlighting the significance of attracting new customers, increasing purchase frequency, and building long-term relationships. It also explores how to leverage digital marketing, SEO, and social media to enhance the company's market presence and drive growth.

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
P1 Key roles and responsibilities of Marketing Officer.........................................................4
P2 How roles and responsibilities will help to achieve the objects, goals of company.........8
P3 7P's of Marketing Mix in the context to comparison of Your Destination with National
Express.................................................................................................................................11
P4 Construct Basic Marketing Plan for Transport and Distribution Company....................14
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
The marketing is that essential element in which overall marketing plan is created which
involves creating, promotions, delivering of goods and services and based on that activity which
involves as an area of institution, and through the processes for the creation with communicating
and delivering and exchanging offers the value of consumers and clients and as a large society
are involved. In marketing, there essentials include- segments of markets and markets which are
targeted, Marketing is base of the development of entire organisation, it affect overall business
positively and negatively. In this assignment, the case is based on the transportation company
named Your Destination, want to expand their in other areas.. Which includes the marketing
channels like, channel of communication are very much useful, distribution channels which used
to deliver and offer, selling and the area where the company want to provide services or targeted
market. Assignment also includes the value of logistic management in distribution and
transportation service provider company. Under this Your Destination want to expand their
business with the new marketing strategy and want to introduce new transportation facilities. The
marketing of their transportation and distribution are more innovative in nature.

MEMO
Date- 9th October 2017
To- Senior Management Meeting
From- Marketing Officer
Subject- Marketing Essentials
Message
P1 Key roles and responsibilities of Marketing Officer
Marketing refers to the area in business concern which have vital role to promote the
organisation and mission, goal of business entity. It includes coordination, production all which
require to represent in business. The specific job of marketing department is to reach the
valuable customers, investors and cover overall community. It refers to the positive ability of
entire organisation which help for their branding. Marketing involves interaction with their
customers and partners.
Conducting campaign management for marketing initiatives: In the present section
campaign is to be conducted in order to advertise products and services. Apart from this,
campaign arranged for attracting people is to be managed which lead to boost up sales and
market share. It helps to achieve the mission, vision, the goal and objectives of company.
Promotional marketing with innovative facilities: - Marketing is used to promote the
products of company which involves the core description, services and keep their customers in
touch. The marketing department is responsible for entire productivity of organisation. It is
based on the strategy where the marketing crates a strong marketing strategy which involves
advertising, communicating with clients, taking feedback, reaches the expectations of their
clients (Lamb, Hair and McDaniel, 2011). In order to promote the goods, various promotional
strategies are used which include innovative or modern and traditional. Under the innovative
promotional tactics, social or digital media, social sites, direct e-mail etc. considered. Further,
traditional approach consists with newspaper, articles, magazines, radio, television etc.
Marketing officer is that individual or a group who is useful to coordinate large number
employees. Marketing is that strategic part in the organisation which helps in business

development, improvement in production, marketing research, and collection of primary ,
secondary data. competitor analysis, and so on.
Responsibilities and Roles of Marketing officer: -
Marketing officer is the leader who understand the needs and wants of internal
employees and fulfil them. Marketing work is based on that positive managing skill and
capabilities which create a positive and negative impact in funding of business, brand image,
expansion the business and risk analysing, mitigation.
The marketing officer is referring to individual which overseas internal and external
environment of business organisation. Officer plays very important part who communicate with
all levels whether it is top, middle and the lower level management. Because the entire
productivity is based on the marketing strategy. Duties of marketing officer are- create
innovative way to communicate with the internal management.
Brand image and Market Placement: The brand image of every organisation is very
essential. It defines a visual identity which is based on creativity and strategy. Every company
create their own logo which denotes the identity of company. It reflects the entire personality as
well as goodwill of the company in market and relevant industry. (Pike, 2015). The marketing
officer role is to increase the brand image and attempt to maximise the profit or market share.
Expansion: - The successful officer is that individual who may see that the internal and
external management which involves focus to research the trends of market needs of market,
creation of the marketing cycle which generate and expand revenue and profits in company.
Customer Experience: - This is the essential step which helps to enhance and simplify
the relation between the organisation and consumer. The officer should be smart, innovative and
introduce new products with the new marketing and innovative strategies. The role under this
aspect is to create more trustworthiness in customers related to services band products.
Risk and policy: - As an officer who deals with the legal complications and financial
aspects of company (Malhotra, 2015). The officer ensures that the advertising of their product
is truth. The officer deals with the government strategies and policies and generate a successful
strategy for the business development.

The officer creates powerful strategies which generate high amount of profits and
revenues. The company should analysis the other competitors in transportation services. They
use the innovative ideas like use of digital marketing, website development etc. This online
advertising strategies will increase the marketing and the customers will attract in other cities.
The comparison with competitor National Express will help to understand their negative
aspects, this will broad marketing strategy to grasp the new customers. They provide new
strategies to discount services which helps to increase the large number of customers. The
foundation of good marketing is based in the department positiveness towards the needs and
wants of their customers. The services of your destination should more effective and focused
that will increase trust of their new customers.
In addition to this, to get the better insights of the operations, Your Destination can perform an
internal analysis of all the strengths, weaknesses, threats and opportunities possessed by them.
This can be attained by performing SWOT analysis:
Strengths Weaknesses

Good customer satisfactions gained by the
entity.
Effective leadership styles by the managers.
Quality services rendered to the customers.
The lack of rapacity to meet a wider market.
Huge investment is required in the the
vehicles.
Opportunities Threats
To expand business globally.
To enter in new market place.
Entity can also increase the business by
undergoing effective marketing.
A high level of competition in the sector.
Dependency on other means of transportation.
High level of threat from new entrants.
Besides this, Your Destination is required to follow an effective marketing plan for achieving
desired outcomes. A structure is proposed below that can be followed by the entity:
Traditional marketing: This involves the already existing marketing styles that are already
been sued by the companies from years. They can be print advertisements using relevant media
sources or communications using offline methods.
 Public Relations: It is a strategic communication process that Your Destination can use
Illustration 1: Marketing Structure
(Source: Wright, 2014)

for creating mutually beneficial relationships with the public. Offline Advertising: Your Destination can opt for various offline media channels for the
promotion of the entity and transportation operations. This is the most significant tool
for engaging local people. For instance: Telemarketing, television ads, radios,
billboards, hoardings, brochures, pamphlets, etc.
Digital marketing: This is the marketing of the services and products by taking assistance from
the digital technologies. Your Destination can use this in increasing the customer figure which
cannot be done by the traditional marketing method. This is best option for the international
advertising.
 SEO: It is the search engine optimisation process which is used to increase the amount
of visitors. The transportation company can use this to enhance the visitors to the
company website by obtaining a high-ranking placement ion the search results page.
 Social Media: This is the biggest platform of marketing nowadays. There is a wide
range of people using various social networking sites thus, Yours Stationaries can attract
a large mass of customers by advertising the services on the Facebook, Twitter,
Instagram, etc.
P2 How roles and responsibilities will help to achieve the objects, goals of company
The marketing strategies of a business organisation will affect the business policies
positively and negatively. A good market plan is the base to generate the large amount of profits
and revenues (Joshi, 2012). Good market plan will positively effect on the maximisation of
profits. The marketing strategy and policies will help to achieve the goals and objectives faster.
The wrong matrices of marketing will affect the entire strategic planning of organisation. There
are thousands of strategies related to marketing concepts that is basically formulated in order to
achieve the goals and objectives in company.
The roles and responsibilities will affect the company strategic plans. In other words, the
elements of marketing policies are related to achieve the core objectives, mission of company.
Marketing is that path by which a company achieve to interact with their customers. The
marketing programs whether it is related to internal or external environment will help to assist
the entire management that what is the expectations of their customers. Tactics and goals is

achievable when the company know the requirements of their customers. There are some key
elements which says how roles and responsibilities of marketing will help to achieve the
objectives and goals of business: -
Attract new customers with the marketing aspects: - It helps to target the new
customers in global market. Attracting the ideal customers of company will require varieties in
their facilities and services (Brady, 2014). This increments in the number of customers will
assist in increasing the sales target of the entity. Consequent to this, business value of the firm
will be raised which will help in achieving the business objectives.
Increase purchase frequently: It help to increase the productivity of business
organisation. Roles and responsibility is based on strong building image.
Build longer relationships: - When the company start regular communication with
their ideal customers and build stronger connection. If the customer feels that they are the main
part of the companies this will build the trustworthiness. Build this type of connection will
increase the comfortability of the customers and one can more connective.
Increase customers lifetime value will also help to acquire newer customers: -
Increasing the customers value will increase the new customers in the company. It will become
easy to afford to spend to acquire the new customers.
Increase profits by lowering cost: - Lower cost of the facilities and services provided
by the organisation will support to customers which build longer relationships. Announcing
new discount services will attract more and more new customers (Desai, 2013).
Reduce client support time: - The key element of marketing is based on the prospects
of entertaining, educate with new ideas related to transportation services is a good way to
starting in other branches. This will that recurring asset of company which is very much
attractive to their clients and customers. This will increase the connectivity with their clients
and they feel more comfortable to tell about their issues regarding to their services.
There are some essentials where roles and responsibilities of marketing will affect positively or
negatively.
Business Development: - The entire development of a business concern is depended

upon the marketing criteria. It is based on that real essence of the company which increase the
business abilities or decrease the value.
Research of Market: - The collection of feedback through their clients. Ask them what
kind of changes, they required in their services will create a positive impact and clients are more
connective (Shukla, 2015).
Customer Services: - Provide good service and take care of them will help to create
trustworthiness of them. As a result, people of new area market were taking interest.
Promotions: - This that small part in the market world which is very valuable. The
value of promotion is depending on the marketing manager how they present their services to
their ideal customers.
Brand Image: - The brand image of transportation company is highly required the
positive skill and good way for convince will affect their clients. The good services which they
provide to their customer will build trust and this trust will develop their brand image. The
entire transportation company is based on a way that how they provide a well facilities and
good services to their clients.
The marketing and promotional strategies will affect their ideal or new clients that will
help to compete with National express. New branches of transportation services of company
will be done well when they come with new and innovative markets (Wright, 2014). The
branches in new cities related to transportation is a great or interactive idea which help to
generate new clients to your destination.
There are some external factors that have major influence over the effective functioning. This
can be categorised into two parts:
Micro Environment: The key stakeholders which are directly associated with the business falls
under this category of environment. They are as follows:
 Competitors: This have direct influence over the profitability of the entity by attracting
the customers. Major competitor of the selected firm is National Express.
 Customers: They are the key force that drive any business. Your Destination thus have
effective strategies to increase the number of customers. The major customers are the

regional companies SMEs who transfers their good from bone place to another. Also,
regional people takes services from Your Destination for transportation purpose.
 Employees: They are the most important asset of any organisation. Your Destination has
highly motivated employees that increases the profitability.
 Media: This factors impacts on reflecting the image of the company. Your Destination
has maintained good relations with the various media sources which can boost the
performance.
 Shareholders: This elements demands maximum profit which the entity can make so that
they receive a big share. These people thus helps the firm in increasing the market sales.
 Suppliers: This element highly impacts upon the effectiveness of the overall operations.
it is necessary for the Your destination to have low supplier power to ensure maximum
profit.
Macro Environment: To best analyse the impact of the macro-environment external factors that
Illustration 2: Micro-environmental factors
Source: Wang, Lee and McLee, 2011

may have impact upon the business. The PESTLE analysis of Your Destination is as follows:
 Political: The impacts off political factors become influence when there is high
instability in the country. There are various recent incidents that have took place in the
country that are having negative impacts upon the business. Your Destination is also
facing several problems with the Brexit. Thus, they should adopt the new policies and
also, revised work is needed. This will very helpful to prevent the issues facing by Your
Destination.
 Economical: The economic conditions are stable in the nation and are supportive for the
growth of the company. The economical conditions will affect the Your Destination in
various aspects. The interest rates, tax structure is favourable and does not have any
negative effects in the entity.
 Social: The increased living standard of the people because of the societal influence is
pushing them to have their own transportation facilities which may affect the
effectiveness of the Your Destination. However, it may be recognised that the heavy
vehicles used for the operations are highly demanded.
 Technological: The advancement in the technologies have added extra investments for
the company in adding up recent structure. However, it should be noted that is also have
simplified the operations. Your Destination will be more technologically sound in their
regular facilities of transportation.
 Ecological: The laws against the environment such as for fuel emission, air pollution
etc. pit limit on the business. The entity is required trio follow them for playing their
role in the sustainable development. To manage the profitability along with saving the
ecology, organisation can use bio-fuel. To expand the business Your Destination should
have knowledge of target areas.
 Legal: An entity is highly dependent of the legislations of the existing nation. In context
to the present organisation, the laws are in favourable for Your Destination. The interest
rates, tax, growth rates etc. also support the development of the entity.
Porter Five Forces Analysis: